Own Brand Of Retail Enterprises Created

In recent years, the power of distribution channel has rapidly increased, which enables retailers to control sales and dictate manufacturers. The study explores retailers about the reasons why they create their own brands, how to manage private brands (PB), and what characteristics make a product category more conducive for PB introduction and what determinants influence the developing process of PB from retailers' perspectives.Although the power of retailers surmounts that of manufacturers, retailers have to face other pressure from competitors. In order to create competitive advantage, retailers should adopt their own brands to launch private label products. In order to manage PB successfully, retailers must think more strategically about many functions of brand management.In the findings of this study, there are four major determinants influencing PB strategies: (l)a retailer's conditions (2)manufacturers' brands and suppliers of PB (3)consumers (4)products characteristics. Especially, the retailer itself is the key factor in the process of building successful PB. The strong channel power of retailer leads to the willingness of many manufacturers to supply PB products for retailers actively. The rapid growth in information technology has a major effect on how PB decisions are made. Often historical data for a product category are immediately available to the PB manger when completing sales.This study also explores that retailer will develop more new PB products when they get positive feedback from PB. Moreover, retailers that have not introduced PB express that they will develop their PB after controlling some factors. Therefore, the PB strategy is an important and growing tendency in the future. Finally, based on related theories and retailers investigation, the study develops a set of research propositions.